• WSJ (paid subscription required), Thursday, December 8, 2005 12 PM

One of the biggest soft drink marketers in the world, Coca-Cola Co., wants people to know it sells more than just soda pop. The company announced a new, two-pronged marketing effort that comes in the wake of weak soda sales and mounting criticism that its beverages contribute to obesity. One part of the effort includes a new global ad slogan and the other is a corporate effort designed to remind consumers that Coke also sells a myriad of food products. The new slogan, "Welcome to the Coke side of life," will be the centerpiece of a global marketing campaign slated to launch in spring 2006, replacing the current "Real" campaign. The corporate-branding effort will begin in North America in early 2006 with ads running during the Winter Olympics coverage with the tag line, "Make every drop count."

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